COMM 131 Chapter Notes -Customer Retention, Total Quality Management, Targeted Advertising
Document Summary
Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. Also include services, events, persons, places, ideas, organizations, etc. Give special attention to services: form of product that consists of activities, benefits, or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything. Products, services, and experiences: key in market offering. On extremes: pure tangible good (i. e. soap, toothpaste) and pure services (i. e. check-ups, airplane rides). Now companies are focusing on the experiences rather than the product offering people buy what the product offers do for them. Organization marketing: consists of activities undertaken to create maintain, or change the attitudes and behaviour of target consumers toward an organization. Businesses sponsor public relations or corporate image advertising campaigns to market and polish their image.
